City of Parramatta Partners with AFL and GIANTS to Cement Status as Western Sydney’s Sporting Hub

The City of Parramatta has announced a partnership with the AFL and the GWS GIANTS, aimed at transforming the region into a premier destination for elite and grassroots sport.

The collaboration, unveiled by Lord Mayor Cr Martin Zaiter, sees the Council and the AFL invest significant resources into community wellbeing, economic activation, and the local sporting pathway.

The partnership leverages the AFL’s expanding footprint to drive foot traffic into the Parramatta CBD and support local businesses through high-visibility events.

Highlighted that the City of Parramatta is a focal point for the league’s growth strategy, Head of AFL NSW/ACT, Andrew Varasdi, said: “Footy clubs are the lifeblood of communities… we remain committed to investing at the foundation of our game across Greater Sydney to ensure both established and existing communities can find a place to belong.”

Noting that the partnership provides local families with an “affordable way to get involved with community sport, Lord Mayor, Cr Martin Zaiter, said: “By working with the GIANTS, we can attract more visitors, host amplified events, and create unforgettable experiences that activate our City.”

The agreement is underpinned by a substantial value exchange designed to lower the barrier for participation in the region:

• AFL Contribution: The league will deliver over $120,000 in value, including free year-round programs via the Active Parramatta initiative and match-day access for disadvantaged community groups.
• Council Investment: The City of Parramatta is contributing $35,000 to support the relocation of key events and local promotions.
• Economic Activation: “AT Parramatta” branding will be prominently featured at ENGIE Stadium and across digital channels to encourage fans to visit the CBD for dining and entertainment.

AFLW Season Launch Moves to the City of Parramatta

GIANTS CEO, David Matthews, described the club as “proud residents of Parramatta,” stating that bringing the launch to the Town Hall is a natural fit for a team built for the Western Sydney community.

The GIANTS AFLW Season Launch will move from the Sydney CBD to the heart of Parramatta at Parramatta Town Hall. The move aligns with the team’s return to pre-season training in May, as they prepare for a season that will run concurrently with the latter stages of the men’s competition.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.